NFTs offer a unique opportunity to bridge the physical and digital realms, creating new touchpoints for narrative experiences. At Coachella, we seamlessly integrated NFTs into the festival’s story, designing assets that not only reflected the festival's aesthetic but also enhanced the tangible experiences of attendees. From exclusive access to coveted upgrades, Coachella’s NFT program brought Web3 into the heart of the festival.
By scanning their wristband code, each attendee could claim a seed that served as a virtual keepsake and a key to unlock festival upgrades like limited edition T-Shirts, food vouchers, and dedicated entry lines.
The seed concept, brought to life by Johnathan Zawada, is inspired by the festival’s floral tradition and a connection to the natural landscape that is pivotal to the experience.
Right as the doors to the festival opened, a small selection of NFT seeds transformed into rare flowers, delighting fans with premium benefits like VIP upgrades and passes for the next year’s festival.
The Coachella Keys took festival access to the next level, offering lifetime VIP entry to the event. These keys became more than just digital assets; they were symbols of exclusivity and the ultimate connection to the festival's legacy.
In 2024, we expanded Coachella's NFT offerings through a partnership with Opensea, introducing the VIP Oasis Keepsake Collectible. This exclusive digital asset granted access to a hidden festival speakeasy, complete with food, drinks, and a luxurious lounge space.
Drawing inspiration from the ancient history of the Coachella Valley, the NFT design centers around a shell from a long-forgotten sea, symbolizing the deep connection between the land and the festival. To bring this concept to life, we crafted custom environments in Unreal Engine, capturing stunning visuals that gave us flexibility to capture promotional materials.
Coachella’s NFT program offers fans unprecedented access and experiences that transcend the physical event. By blending cutting-edge technology with the festival’s storied traditions, we create new opportunities for fans to personalize and enhance their Coachella experience.
